As we step into 2025, the advertising landscape is more competitive and creative than ever. With audiences becoming increasingly discerning, brands are seeking innovative ways to connect with consumers on a deeper, more emotional level. Animals, with their universal appeal and ability to evoke joy, empathy, and trust, have proven to be one of the most effective tools for this purpose.
In an era dominated by digital media and shorter attention spans, captivating content is paramount. Studies show that ads featuring animals outperform those without, achieving higher engagement rates and stronger emotional resonance. Animals not only break through the noise of saturated advertising spaces but also create memorable brand associations.
Furthermore, society’s evolving values such as emphasising sustainability, compassion, and a greater connection to nature, align perfectly with the inclusion of animals in campaigns. Whether it’s a loyal dog representing trust, a playful cat embodying curiosity, or a majestic horse symbolising freedom, animals can encapsulate a brand’s message in a way that words or visuals alone cannot.
Kindchenschema
If you can pronounce this word, congratulations; we’re half way there… Here’s the science behind the term and what this means for audiences viewing animals. A psychological concept known as Kindchenschema explains why humans want to hug, squeeze, pet, and generally fawn over baby animals.
According to Dr. Sabine Doebel, Assistant Professor of Psychology at George Mason University and co-author of a 2022 study on kindchenschema, it describes “the set of baby-like features and characteristics of mammals that trigger nurturing responses and that ‘awww’ feeling.” The term was coined by ethnologist Konrad Lorenz in 1943.
“It’s not just physical appearance, like big eyes and head and small noses (and chubby little limbs, in humans), but also things like how the mammal moves and the sounds that they make,” explains Doebel.
The magazine, Parents says: Understanding our reaction to animals like Moo Deng teaches us something important about ourselves, namely that we are hard-wired to care for animals that appear cute and vulnerable—in humans it’s crucial that we find babies adorable not just because they are nice to look at but so that when their care becomes difficult, we opt to continue loving and raising them, rather than abandoning them.
And a big part of that could be tied to each animal’s strong personality. Researchers have found that people are attracted to content and characters that validate their own experiences, and that reflect their own beliefs or feelings.
“We do like to see characters that are going through the same thing we’re going through,” Matthew Grizzard, a communications professor at The Ohio State University, previously told the BBC.
The Vox website says that when it comes to Moo Deng, for example, her expression of apparent frustration — which commonly takes the form of open-mouthed yelling — embodies the stress and annoyance that many of her fans are experiencing amid ongoing uncertainty in the world. “I love that Moo Deng is fucking annoyed all the time. I can relate,” as one online Moo Deng fan wrote.
Following this research, it’s easy to see why it’s imperative that brands and advertisers harness this and work with animals in their marketing campaigns. The (ethical) use of animals generates a certain emotion and a bonding feeling. Working with The Animal Talent, we make it easy to capture this ethos.
However, it’s worth keeping in mind that working with animals in advertising is not without its challenges. Ethical considerations, proper training, and animal welfare are crucial to ensuring successful and responsible campaigns. This is where specialised animal casting agencies like The Animal Talent Ltd play an essential role, bridging the gap between creative vision and ethical execution.
In the dynamic world of advertising, animals have consistently captivated audiences, forging emotional connections that transcend cultural and demographic boundaries. As we approach 2025, the integration of animals in advertising is poised to reach unprecedented heights, driven by both consumer preferences and scientific insights into human-animal relationships.
The Popularity of Animals in Advertising
Animals have long been a staple in advertising, enhancing brand appeal and consumer engagement. Recent trends indicate a significant surge in this practice:
Increased Engagement on Social Media: Brands incorporating animals into their marketing content saw a business boost of 300% when highlighting the compelling nature of animal-themed content. Digital Doughnut, 2021
Consumer Spending on Pets: The pet industry’s growth reflects society’s deepening bond with animals. In the United States, pet market sales have seen a consistent rise, with pet food being the largest segment.
Scientific Insights: The allure of animals in advertising is deeply rooted in human psychology and evolutionary biology.
Kindchenschema (Baby Schema): Introduced by ethologist Konrad Lorenz, this concept explains humans’ innate attraction to juvenile features such as large eyes and round faces, which trigger nurturing responses. This response extends to animals, making them particularly endearing to audiences.
Human-Animal Bond: The emotional connection between humans and animals has evolved over millennia, fulfilling needs for companionship and emotional intimacy. This bond enhances the effectiveness of animals in advertising, as audiences are more likely to engage with content featuring animals.
The Animal Talent Ltd: Leading the UK in Animal Agency Services
Amidst the growing demand for animal representation in media, The Animal Talent Ltd stands at the forefront in the UK. Here’s why:
Diverse Animal Portfolio: The Animal Talent Ltd boasts a wide array of animals, from domestic pets to exotic species, ensuring the perfect match for any advertising campaign.
Expert Training and Welfare: Prioritizing animal welfare, the agency employs professional trainers who ensure that all animals are well-prepared and comfortable on set, resulting in seamless performances.
Proven Track Record: With collaborations spanning top-tier brands and successful campaigns, The Animal Talent Ltd has established a reputation for excellence and reliability in the industry.
Innovative Approaches: Staying ahead of industry trends, the agency incorporates the latest research on human-animal interactions to enhance the impact of their animals in advertising.
To conclude, as 2025 approaches, the integration of animals in advertising is set to become even more prevalent, leveraging deep-seated human psychological responses to enhance brand engagement. With its unparalleled expertise and commitment to excellence, The Animal Talent Ltd is poised to lead this evolution in the UK, offering brands the opportunity to connect with audiences on a profound, emotional level.
Contact us today to work with us on your 2025 animal creatives.
Further reading:
Yes we cat! Pets on the campaign trail (Le Monde, 2024)
The adorable science of why Moo Deng is your baby now (Parents, 2024)
https://www.parents.com/moo-deng-kindchenschema-8715992
Why absolutely everyone is obsessed with Moo Deng (Vox, 2024) https://www.vox.com/science/376476/moo-deng-pesto-nibi-viral-animals
Cats and Dogs Boost Your Business (Digital Doughnut, 2021) https://www.digitaldoughnut.com/articles/2021/august-2021/cats-and-dogs-boost-your-business-by-300-percent
